Black women consider color cosmetics essential because these products enhance and shape their self-image as well as their public persona. Black women will engage with color cosmetics’ during both healthy and lean economic times to replenish their supply as well as to try new looks because they want to stay on top of current trends promoted by influencers and other people they trust. As consumers, Black women require product trial (preferably in-store, prior to purchase), which will be a challenge in the COVID-19 era as in-store testing using communal products will be a thing of the past.

• The impact of COVID-19 on Black women’s makeup use and purchasing

• The disproportionate financial impact of the recession on Black women

• The impact of targeted and inclusive makeup brands launched within the past decade

• Product claims and trends that impact Black women’s new product trial

This Report was written in July 2020. Consumer research was fielded in April 2020 while COVID-19 pandemic restrictions were in place in many parts of the country, which likely impacted Black women’s attitudes and behaviors toward color cosmetics.

This Report covers Black women’s attitudes, behaviors and retail-purchasing habits of color cosmetics, which Mintel defines as:

• Facial makeup – foundation, concealer, powder, blush, primer, highlighter, contour, bronzer, BB/CC cream, tinted moisturizer

• Eye makeup – mascara, eye liner, eye shadow, eyebrow pencil, eyebrow makeup, eye shadow primer and false eye lashes

• Lip makeup – lip gloss, lipstick (tube and stick), liquid lipstick, lip liner and tinted lip balm

Facial skincare and anti-aging products; nail color and care products; beauty devices and tools (eg application brushes, storage devices); professional services are not included.

This Report builds on analysis presented in Mintel’s Black Beauty Consumer – US, March 2018. Readers may also be interested in Color Cosmetics: Incl the Impact of COVID-19 – US, July 2020 and Hispanics and Color Cosmetics: Incl the Impact of COVID-19 – US, July 2020 and other Reports in Mintel’s Beauty and Personal Care and Multicultural libraries.

The first COVID-19 case was confirmed in the US in January 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic, and on March 13, President Trump declared a national emergency in the US.

Across the US, state-level stay-at-home orders rolled out throughout the months of March and April remaining in place through May, and in some cases June. During this time, referred to as lockdown, non-essential businesses and school districts across the nation closed or shifted to remote operations.

During re-emergence, all 50 states have relaxed stay-at-home orders and allowed businesses to operate with varying levels of social distancing measures in place. The continued spread of COVID-19 infections has driven some states to slow down or reverse course on reopening plans. Mintel anticipates the US will remain in a state of flux through 2021, until a vaccine is available.